Ivey Publishing

Product Details

Meubles Canadel: Looking Towards the Future
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10 pages (10 pages of text)
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Case (Field)
Canadel is Canada's leading manufacturer of casual dining room furniture. Following Canadel's entry into the U.S. market in 1992, sales had multiplied eight-fold and were expected to reach $125 million in 2000. The three brothers that made up the company's top management team were discussing recent sales results and future orientation of the firm. Questions that surfaced included growth in existing and new markets, and competition from established industry giants and new upstarts. The brothers were determined to assess these opportunities and threats in the upcoming weeks.
Learning Objective:
  • To illustrate how competitive advantage takes its roots from the capabilities and the market position of the firm.
  • To assess a competitive advantage, as well as barriers to imitation. Particularly, the case may show the extent to which the fit achieved amongst a series of activities can deter imitation.
  • To show how a firm can develop an original business model in a traditional industry. This model attempts to exploit opportunities of mass customization in ways similar to what Dell Computer has achieved.

This case is designed for use in an undergraduate or MBA strategy course in the section dealing with the linkage between resources and strategy.
General Management/Strategy
Canada, Large, 2000
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Associated Materials
Translations: French (14 pages)
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